Local Business Online Marketing Presentation Sep1009 MICoC

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A short presentation delivered to a local Puget Sound Chamber of Commerce conference recently by Clay McDaniel of Spring Creek Group on the topic of "Making the Web Work for You". This presentation is high level but intended to spark ideas and encourage local and regional growing businesses to consider new potential strategies and tactics in online marketing.

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Local Business Online Marketing Presentation Sep1009 MICoC

  1. 1. Making The Web Work For You 5 key steps to grow your local business through basic internet marketing Mercer Island Chamber of Commerce: September 10, 2009
  2. 2. Today’s Session • The Opportunity for Local Businesses Online • Step 1 – Improving Your Website (if you need one…) • Step 2 – Get Your Business and Site Discovered • Step 3 – Help People Visit Your Site • Step 4 – Get Site Visitors to Take Action • Step 5 – Measure and Optimize • Summary and Key Takeaways © 2009 Spring Creek Group, Content Rights Reserved
  3. 3. Introductions… • Session Presenters ▫ Clay McDaniel – Principal, Spring Creek Group ▫ Andy Boyer – Principal, Spring Creek Group 1700 Westlake Avenue North, Suite 410 Seattle, WA 98109 p: 206.453.1120 | w: www.SpringCreekGroup.com … Join / Follow / Read at… http://tinyurl.com/SCG-FB http://www.twitter.com/SpringCreekGrp http://www.SpringCreekGroup.com/blog © 2009 Spring Creek Group, Content Rights Reserved
  4. 4. No Matter What You Are Doing Online Today, There Is Likely Room To Improve… No Website Basic WebSite (Contact info, address, etc.) A Few Sales/Leads from the Web The Internet is a Substantial Marketing and Sales Channel for You You Are An Acknowledged Leader in Online and Social Media Marketing © 2009 Spring Creek Group, Content Rights Reserved
  5. 5. Online Marketing Myths • The Internet is mainly for e-mailing customers and listing my contact information • Internet marketing is hard, expensive, and only for big businesses with big budgets • I’m not selling directly through the Internet, so it is not worth my time to drive traffic to my website or to list my business on others’ sites © 2009 Spring Creek Group, Content Rights Reserved
  6. 6. The 5 Key Steps To Online Marketing Success Step 1 Step 2 Step 3 Step 4 Step 5 Improve Get Get Visitors Measure Get People Your Business to “Do and to Visit Website Discovered Something” Optimize © 2009 Spring Creek Group, Content Rights Reserved
  7. 7. Step 1: Improving your Website • What Job (or Jobs) Does Your Website Need to Do for Your Business? • User Experience “Dos” and “Don’ts” • How to Measure Success • The Importance of a Qualified Website Development Partner © 2009 Spring Creek Group, Content Rights Reserved
  8. 8. Q: Where Do You Go to Get Answers to Your Questions About Which Products and Services to Use? Hint: So do your customers… © 2009 Spring Creek Group, Content Rights Reserved
  9. 9. Step 2a: Get Your Business Discovered, or, The Importance of Search Discoverability to Businesses Today… • Somewhere, someone is searching for your business • A well-done, easily discoverable website is the most cost- effective way to communicate your business to the world • Search is the second most commonly used application on the Web, with 550 million searches daily in the U.S.1 • 80% of all web usage starts at a search engine2 1Piper Jaffray, “The User Revolution” 2Simultaneous Media Usage Survey V (SIMM V) by BigResearch © 2009 Spring Creek Group, Content Rights Reserved
  10. 10. What Is Search Engine Marketing? • Effective, low cost way to find new customers online • Also called “keyword advertising” and “paid search” • Think of it as the yellow pages for the Internet • Advertisements appear in special sections of search results page (the “right side” results) • You bid on the amount you are willing to pay for a keyword • You pay only when your ad is clicked © 2009 Spring Creek Group, Content Rights Reserved
  11. 11. Why Should I Consider Search Engine Marketing? • You’re reaching out to people when they’re researching your business or products, where the increasingly do MOST of their research… • Local businesses can – and should – target local customers in search engine results • Two components to effective search engine marketing ▫ Search Engine Optimization (2b)  Making sure search engines crawl your website ▫ Search Engine Advertising (2a)  Paid advertising to appear in a special section of search If you want to drive more results; you only pay prospective customers to your website, when your ad is clicked you should do both! © 2009 Spring Creek Group, Content Rights Reserved
  12. 12. Example We use our own site + other social media sites We pay to be listed in and our blog to garner these results… these results… © 2009 Spring Creek Group, Content Rights Reserved
  13. 13. Can I Afford Search Engine Marketing? • Comparison of average new lead cost: Direct Mail: $9.94 Yellow Pages: $1.18 Search Advertising: $.27 “Why search engine advertising?,” Search Engine Marketing Professional Organization (SEMPO), http://www.sempo.org/learning_center/articles/why-sem © 2009 Spring Creek Group, Content Rights Reserved
  14. 14. Step 2b: An Alternative to Search Engine Advertising (“Right side”) • Improving Your Website (and Business) Discoverability in Organic Search Results (“left side”) • Key tactics: ▫ Listing your business accurately and comprehensively in all relevant local online directories ▫ Encouraging customers to “link” to your website ▫ Ensuring your business name and a few “keywords” related to your business are in HTML text on home page of your website © 2009 Spring Creek Group, Content Rights Reserved
  15. 15. Local Business Listing Directory Sites • Google Business Listings • Bing Business Listings • Yahoo! Local • Yelp • CitySearch • Biznik • LinkedIn (for businesses and key owners / managers) • Judy’s Book / Angie’s List / similar… © 2009 Spring Creek Group, Content Rights Reserved
  16. 16. How Can Social Media and Local Business Directory Listings Affect SEO / Site Discoverability? Organic Search Results Page… •Mysite.com •Facebook.com/MySiteBrand •Yelp.com/MySiteBrand •Mysite.com/blog Answers © 2009 Spring Creek Group, Content Rights Reserved Page 16
  17. 17. Step 3: Helping People Find Your Website • Think about how you would search Picking Keywords is Key for your business on the Internet • Write a short list of words and phrases that describe your product or service • Refine your list – Make sure you only choose relevant words for your business • Optimize your list over time – improve your keyword list by removing words that do not resonate and testing new words © 2009 Spring Creek Group, Content Rights Reserved
  18. 18. Helping People Find Your Site (or Just Your Business!) By proactively adding – and managing – our own business listings on collaborative sites such as directories, social networks, and blogs, we ensure that our brand and business shows presence and stature through our search engine results…. © 2009 Spring Creek Group, Content Rights Reserved
  19. 19. Step 4: Getting People to Take Action… • Motivating and Enabling Customer Action ▫ What’s The Offer? ▫ Is it Appropriate to Have E-commerce Enabled for Your Business on Your Website? ▫ Does Your Website Motivate Them to Take Action? ▫ Do You Ask / Encourage / Motivate Your Customers to Link to Your Website and Promote it To Their Friends? ▫ Do You Reference Your Website – or Ask People to Promote Your Business With Yelp / CitySearch Reviews on Your Collateral and Info? • Focus Your Website 100% on What You Want Your Customers to DO There ▫ Design ▫ Language ▫ Experience © 2009 Spring Creek Group, Content Rights Reserved
  20. 20. Step 5: Measuring and Optimizing for Success • Measure, Test, Repeat – A Basic Marketing Model ▫ What is Your Average Cost of Sale Online? ▫ What Is Your Average Unit Contribution per Sale?  Is Customer Lifetime Value Relevant?  If Yes, Then Estimate Average Lifetime Value of a Customer ▫ Best Practice: Apply a standard marketing Return-on-Investment metric to every marketing dollar you spend • Optimization and Improvement ▫ Focus on ROI ▫ Do More of What Works, and Less of What Doesn’t ▫ Experiment – Take Calculated Risks, and Learn from Them © 2009 Spring Creek Group, Content Rights Reserved
  21. 21. And Finally, A Few Quick Words on “The Social Media Marketing Phenomenon”…
  22. 22. Fact: • Social media is changing the way people interact with each other… • … and the way customers interact with companies. • And therefore the way companies can interact with their customers. If they want to spend a little time on it. © 2009 Spring Creek Group, Content Rights Reserved Page 22
  23. 23. Fallacies, Falsehoods and Fiction: • Social media marketing is… ▫ A panacea (i.e. “magical solution to all problems”) ▫ A great performance marketing (i.e. direct response) channel ▫ “Free” ▫ A replacement for good PR ▫ Easy ▫ Able to create nearly immediate 20% site traffic lift ▫ “…the next big thing…” © 2009 Spring Creek Group, Content Rights Reserved Page 23
  24. 24. The reality… Horsepuckey. These Are The Same Thing… [Truism: Happy Customers Never “Engage”…] © 2009 Spring Creek Group, Content Rights Reserved Page 24
  25. 25. Summary
  26. 26. Summary Take-Aways • Small, local, and growing businesses can – and should – investigate and seize today’s Internet marketing opportunities • Utilizing the Web for Marketing and Sales can create a substantial business advantage for you • You can do it! Effectively marketing via the Web isn’t as complicated, or expensive, as you might think • Take a structured approach. Follow these 5 Key Steps, and use Return-on-Investment principles to guide your efforts © 2009 Spring Creek Group, Content Rights Reserved
  27. 27. Questions For Us
  28. 28. Thank You. 1700 Westlake Avenue North, Suite 410 Seattle, WA 98109 206.453.1120 | www.SpringCreekGroup.com … Join / Follow / Read at… http://tinyurl.com/SCG-FB http://www.twitter.com/SpringCreekGrp http://www.SpringCreekGroup.com/blog © 2009 Spring Creek Group, Content Rights Reserved

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